What’s a BFCM mistake you’ve made that you’d stop someone in this room from repeating?
Follow-ups
Up next: Defining a win
Fireside with
Cody Plofker.
What does it actually take to win BFCM?
Keep these follow-ups handy
- What was the actual number?
- What did you change after seeing that?
- Who would that advice be wrong for?
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All 14 questions
Tap a card to pick up from there.
What’s a BFCM mistake you’ve made that you’d stop someone in this room from repeating?
Before Q4 starts, how do you define a win?
Follow-ups
- What would make you call a record-revenue weekend a failure?
What needs to happen in October for November’s spend to work?
Follow-ups
- How do you justify that investment if October’s ROAS looks worse?
It’s Black Friday morning and acquisition costs are climbing. What are you looking at to decide whether to spend more or pull back?
When would you recommend a brand start testing TV, and when would you tell them to keep that money in the channels they already know?
What’s the smallest TV test you’d trust enough to make a budget decision?
Follow-ups
- Walk us through the spend, creative, and how long you’d let it run.
You turn on TV and Meta starts looking better. How do you figure out whether TV caused that improvement or whether holiday demand just picked up?
What does running streaming and linear together do for your audience reach and results?
Follow-ups
- How do you decide the mix, and what would make you change it?
- Why does it matter that your TV partner can buy across both?
Walk us through the "free credit" test with the other TV partner.
Follow-ups
- What were you hoping to improve, and what happened once you started spending?
- Why didn't it work as expected?
- What were the downsides of taking the credit, and what led you back to Tatari?
Before the session: Confirm the partner-test story beforehand.
When is a big sports placement worth the premium?
Follow-ups
- What would you need to believe about the audience and the economics to make that buy?
How does an election year change what you book early versus leave flexible?
Follow-ups
- Where can committing too early hurt you?
For holiday creative at JRB, what did you learn about making something new versus putting a holiday offer on an existing winner?
Follow-ups
- Was there a result that surprised you?